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2009 Trends

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Based on a global study, the presentation is a synopsis of trends which are shaping the consumer of tomorrow

Based on a global study, the presentation is a synopsis of trends which are shaping the consumer of tomorrow

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  • France usually presents this in about 1.5 hours and then adds ½ hour for questions. the fastest they have presented this is 45 minutes (pared down) Positioned as a way to learn about world outside of your own sector.
  • Interviews with young "trailblazers" in France, the USA, Canada, Japan, the UK and Sweden: 12 per country, aged 20-35 (PUT DETAILS INTO NOTES PAGE….) In the workforce (not students) in fields with an artistic or creative leaning (fashion / design / art / music / new media…) living an "open" lifestyle (nights, social life, clothing, events, …) particularly reactive to new trends, taking ownership of what is new Role models for their peers: thrive on adopting and living all that is new and cutting edge Interviews with cutting edge experts fields in France, the USA, Canada, Japan, the UK and Sweden: 4 experts per country in food, fashion, technology, luxury goods, design aged 40 and over who have with long university careers… -- FUTURE/FORWARD FOCUSED CAREERS … or in private research and development labs … … or those who have created their own companies Social leaders who keep their hands on the pulse of their societies, and so can analyse where they are now, and where they’re headed in the future
  • Clients already know about the crisis, this is where we add to their knowledge with our 4 categories
  • Spirituality: saw lots of this in North American interviews we conducted. Emerging – I direct the movie of my life -- I take control of it to experience it fully. Emerging, strengthening, disappearing and coming back. The ‘strengthening’ trends are not new, but are being reinforced or amplified by the crisis. Work Life Balance- over used…. “ Search for meaning”: -a resurgence of church attendance communities where people are losing jobs. - people are retiring from business careers and joining the not-for-profit sector or spending time in volunteer organizations looking for more meaning in their work.
  • Bien Avoir- not a question of having less but having the right thing(s ) that fit your own aspirations. No longer consuming in order to show off. The Goldilocks Principle- consumers are searching for the products that feel good to have and are ‘just right’ for them on an increased number of dimensions- quality, price, green, ecological (meaningful consumption) A culture of « enough » is developing Il faudra mettre en avant des bénéfices « humains », des valeurs de confort, de pertinence, de simplicité…

Transcript

  • 1. 2009 Nobody’s Unpredictable An introduction to the 2009 Trend Observer Program
  • 2. Trend Observer in brief
    • Trend Observer uncovers today’s trends and predicts their evolution into the future.
    • The analysis is based on interviews with both trend-setting consumers and societal experts in 6 markets:
    • The international fieldwork allows the study to detail the evolution and expression of global trends, as well as their manifestation at the local level.
    The study is conducted annually. CANADA USA FRANCE UK SWEDEN JAPAN
    • What motivates consumers today?
    • What consumer trends should we prepare for in a post-crisis world?
  • 3. Trendsetters reveal how to motivate consumers today. Cutting edge experts reveal how trends will evolve in the future. Interviews with young “trailblazers” Interviews with cutting edge experts Role models for their peers. They thrive on adopting and living all that is new and cutting edge Social leaders with their fingers on the pulse of society. They analyse where their society is now, and where it’s headed in the future
  • 4. The study is composed of 2 sections:
    • 1. Trend analysis:
    • Traces the development of trends from before the current recession, revealing their development and evolution into the current recessionary period.
    • The trends are each described in detail in terms of how they are manifested globally and locally, and whether they are strengthening or weakening over time.
    • Takes the possibilities presented by current trends and technologies one step further.
    • Reveals how trends, coupled with the latest technologies, are changing the way consumers view several of the pillars of our society, including the economy, community, self-image, and space.
    • 2. Implications:
    • The final section of the study discusses the implications of the trends for brands both in the short-term, and as we move into a post-recession world.
  • 5. I. Trend Tracking: Trends tested by the crisis some strengthen some emerge some decline some make a comeback
  • 6. "Green" partners Active consumer I am independent I have impact Everyday spirituality Time tested End of Supersize EMERGING STRENGTHENING WEAKENING COMING BACK I lead the way Reboot Bring the Bling Reluctant ostentation Little luxuries Response-Ability Connected @ home Consume differently New communities Essential Matters Me and mine first Quality sense I experiment I question I. Trend Tracking (continued)
  • 7. III. Recommendations: Consumers are not questioning the idea of consumption, but rather its current form. Be green Be High-Tech Be social Be Quality
  • 8. Contact
    • Ipsos Canada
    • 416-324-2106
    • Stephanie Cooper